2000 words Marketing Plan of Royal Opera House in London (in 48 hours)

MKT3095 2018/19 Semester 2

Brief Assignment

Develop a Marketing Plan for a cultural, arts or heritage organisation* of your choice.

This plan should be structured as follows

a) Market and Organisational Analysis (20%)

b) Marketing Mix INCLUDE Implementation & Scheduling (70%)

c) Costings & Control (10%)

*If in doubt about suitability of your choice contact the module leader. Your organisation should NOT be one featured in the seminar case studies.

Assignment formatting etc guidelines

· 2000 words maximum.

· This includes words found in the references within the report ie (Forbes, 2000)

· This excludes word content within table/ figures; and figure/ table labels.

· This excludes the reference list

· Words in Appendices will be included in the word count

· A maximum of 14 (A4) sides. This will be strictly enforced any over will be discarded and the assignment judged on the remaining 14

· PLUS a front page . ie

· 14 sides of the report including appendices BUT

· Excluding the list of references / bibliography details at the end

· Excluding a front sheet containing

· Font Size 12 in report (minimum of 10 in tables)

· Correct Harvard referencing of sources not numerical

Additional Notes

Note the weighting of the sections this gives some indication of effort and words that are appropriate for each section

Market and Organisational Analysis (20%)

This should give;

1. A brief overview of the organisation eg when formed; business objectives; current marketing mix and customers.

a. This analysis of the organisation should use appropriate tools

2. State your clear marketing objectives derived from analysis & knowledge of the organisation

a. You may have more than 1 marketing objective. You need to decide if you want to focus on 1 and have depth or look at several.

3. As a result of 2) you may want to inform reader where you are going to focus the plan.

Marketing Mix, Scheduling & Implementation (70%)

This section should address how you intend using the Marketing Mix to support your objectives:

1. Demonstrate applied knowledge and understanding of the organisations cultural and/ or heritage marketing BUT also academic rigour.

2. Provide rationale for your P choices with academic sources; models; quotes ETC

3. You must address ALL 7 P’s in the plan, I would expect ½ - 1 page minimum for each BUT

4. Given the word / page restrictions you may wish to focus on some of the 7 elements in more detail. If so make sure you inform the reader of this and why?

5. NB This is not a marketing communications plan (communications the promotional plan is only ONE element of the plan!)

Scheduling this should consider how you will implement and schedule the activities identified in the mix

a) Think about the timescales involved,

b) What activities are dependent on others;

c) Illustrate any key dates; events

d) What do you have to plan for pre, during and post event?

e) A table or excel is a good way of showing this BUT will needs some words to explain certain points you think are important.

f. How will you manage the plan? Who will manage the process?

g. Will this be internal / external?

Costings and control (10%)

Resourcing (Costings) –

a) Remember some organisations may have miniscule budgets available.

b) Resources can include not only available money but people and other assets such as buildings.

c) Use the Internet and follow up the case studies for costing data.

d) For each of your P. recommendations what are the costs involved

Control - a) How will you measure the success of the plan?

b) What measurement tools will be in place?